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Clothing and Textiles Research Journal, Vol. 18, No. 2, 111-120 (2000)
DOI: 10.1177/0887302X0001800205

Benefit Segmentation of Catalog Shoppers Among Professionals

Youn-Kyung Kim

School of Merchandising and Hospitality Management, University of North Texas, Denton, TX 76203-1100

Jinkook Lee

Retail & Consumer Science, The University of Tennessee, Knoxville, TN 37996-1900

A nationwide sample of professionals who use retail catalogs (n = 493) was segmented based on benefits sought. Using a cluster analysis, three distinct segments of catalog users were identified: Convenience Seekers, Product Seekers, and Inactive Shoppers. Full profiles of these benefit segments were developed based on personal (demographics and lifestyle) and situational (purchase for self vs. for others; gifts vs. non-gifts) variables. Convenience Seekers, who tended to use catalogs out of convenience, were more likely to be married professionals with highest levels of self-confidence and fashion-consciousness and to use clothing catalogs most frequently for both themselves and others. Product Seekers, who exhibited interest in product-related benefits (e.g., quality, variety, price, and ease of return), tended to be married professionals and most price-conscious. Inactive Shoppers, displaying the lowest importance level for all identified benefits, tended to be married male professionals with lowest levels of fashion-consciousness and self confidence and to use catalogs least frequently. Strategic implications for catalog retailers were drawn from the findings.

Key Words: catalog • benefit segmentation • professionals.


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